Targeting and Addressability Means Quality Trumps Quantity in Online Video Advertising
January 8th, 2008
Here is an insightful article in MediaPost’s Online Video Insider. In it, SpotXchange CEO Michael Shehan talks to Dueno Group, Publicis’ Senior Vice President Tim Hanlon.
There are many great nuggets from this interview. One thing of note is how Hanlon feels that the new medium’s ability to target allows (or will allow) advertisers to focus on quality rather than quantity, which is a huge sea change.
He notes:
…technology allows traditional programmers and ad sellers to offer advertising in a more sophisticated manner. This unbundling has historically been a tightly wrapped packaged of availability, buttressed by a less than elegant measurement system (example, Nielson) that has given us a relatively crude measurement device called ratings, and demographically oriented at that. We are now able to measure more granularly. That brings an increased sophistication of audience definition that goes far beyond a generic grouping.
Hanlon goes on to say that new technologies provide opportunities that make the game “really less about mass and scale and more about targeting and quality…. the only way to achieve the scale that marketers need to be successful is for agencies and marketers to aggregate numerous audiences on their own.”
Clearly this is what the niche content players and micro-television networks like Next New Networks and Revision3 have been thinking for some time. The big questions are:
- Will media buyers agree with this (and when)?
- Will higher quality audiences through better targeting translate into higher CPMs (and when)?
I’ll let you know as soon as I have the answer. Please do the same.
Sphere: Related ContentEntry Filed under: New Media/Old Media, Video Advertising, Video Analytics, Video Viewership
6 Comments Add your own
1. Targeting and Addressabil&hellip | January 8th, 2008 at 8:13 pm
[...] Read the rest of this great post here [...]
2. TubeMogul Asks: Will Onli&hellip | January 8th, 2008 at 10:02 pm
[...] links to a conversation MediaPost’s Online Video Insider had with the Senior Vice President of Publicis Tim Hanlon. [...]
3. TubeMogul Asks: Will Onli&hellip | January 8th, 2008 at 10:26 pm
[...] links to a conversation MediaPost’s Online Video Insider had with the Senior Vice President of Publicis Tim Hanlon. [...]
4. TubeMogul Asks: Will Onli&hellip | January 9th, 2008 at 1:57 am
[...] links to a conversation MediaPost’s Online Video Insider had with the Senior Vice President of Publicis Tim Hanlon. [...]
5. » TubeMogul Asks: W&hellip | January 9th, 2008 at 3:48 pm
[...] Asks: Will Online Video Sell? Posted By: Published in Contributors 9Jan TubeMogul links to a conversation MediaPost’s Online Video Insider had with the Senior Vice President of Publicis Tim Hanlon. [...]
6. Sheila Clover English | March 1st, 2008 at 11:08 pm
This is the single most exciting topic I’ve seen in ages.
Thank you!
I have been saying “quality over quantity” since 2006 and all I get is that glassy-eyed-deer-in-the-headlights-look.
I understand that quantity is desirable for branding reasons. I really do.
But for direct sales you need to be somewhere that allows you access to people who are already primed to be interested in your product.
Why? Because with most online video people must ELECT to watch it, and then elect to watch it all, then elect to do something about it. People are totally and completely in control of what they watch. Scary to some I’m sure.
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